Dubai: Emirates NBD, a leading banking group in the region, has signed a Memorandum of Understanding (MoU) with the UAE Ministry of Human Resources and Emiratisation (MOHRE), under which Liv., the lifestyle digital bank by Emirates NBD, will offer exclusive benefits to UAE nationals under the ministry’s Absher Initiative.

The agreement was signed by Hesham Abdulla Al Qassim, Vice Chairman and Managing Director of Emirates NBD, and Mohammed Saqr Al Nuaimi, Assistant Undersecretary for Support Services of Ministry of Human Resources and Emiratisation, at the GITEX Technology Week 2019.

The new partnership will see Liv. and Absher work closely together to offer a unique and beneficial programme for UAE nationals employed in the private sector.

Liv. is the UAE’s first digital-only bank with a special focus on ‘zillennials’ (Generation Z and millennial) customers. Established by Emirates NBD in line with the UAE Vision 2021’s objectives of creating an innovation-driven economy, Liv. is one of the fastest-growing banks in the country, recently crossing over 300,000 customers. It offers a first-of-its-kind banking-meets-lifestyle experience on a smartphone, with features such as instant account opening with no paperwork; in-app promotions and discounts supported by partner brands; and real-time access to insightful financial data and transaction history to empower customers to better manage their finances.

Commenting on the agreement, Hesham Abdulla Al Qassim, Vice Chairman and Managing Director of Emirates NBD, said: “As a homegrown bank with deep ties to the local community, Liv. is committed to catering to the needs of digitally-savvy Emirati zillennials with innovative products and services tailored to their lifestyle preferences. Liv.’s partnership with MOHRE through the Absher programme will enhance its offering and provide an immensely rewarding proposition to young, tech-savvy UAE nationals that contribute to the UAE economy. We hope to continue to support MOHRE and look forward to ongoing partnerships that will benefit our local talent.”

The Absher initiative, which was launched by President His Highness Shaikh Khalifa Bin Zayed Al Nahyan in November 2012, is designed to promote Emiratisation and enable Emiratis to enter the job market. 'Absher' cards benefit UAE nationals with a number of exclusive offers and discounts offered by partners from both the public and private sectors, which include social services, education, health, housing in addition to exclusive offers on travel services, fuel purchases, cars, insurance and more.

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About Liv.:

Liv. is the UAE’s first digital-only bank with a special focus on millennial customers, operated and managed by Emirates NBD Group. Established in line with UAE Vision 2021’s strategic objectives of creating a smart innovation-driven economy, Liv. offers a first-of-its-kind banking-meets-lifestyle experience, on a smartphone. Its unique features include instant account opening with #nopaperwork and real time access to insightful financial data and transaction history to empower customers to better manage their finances. Liv.’s proposition is supported by a group of partner brands, enabling it to offer customers a range of personalised lifestyle promotions and offers.

About Emirates NBD:

Emirates NBD is a leading banking Group in the region. As at 30th June 2019, total assets were AED 537.8 Billion, (equivalent to approx. USD 146 Billion). The Group has a significant retail banking franchise in the UAE and is a key participant in the global digital banking industry, with over 90 per cent of all financial transactions and requests conducted outside of its branches. The bank was declared the Most Innovative Financial Services Organization of the Year at the 2017 BAI Global Innovation Awards.

The bank currently has 233 branches and 1081 ATMs and SDMs in the UAE and overseas and a large social media following, being the only bank in the Middle East ranked among the top 20 in the ‘Power 100 Social Media Rankings’, compiled by The Financial Brand. It is a major player in the UAE corporate and retail banking arena and has strong Islamic Banking, Global Markets & Treasury, Investment Banking, Private Banking, Asset Management and Brokerage operations.

The Group has operations in the UAE, the Kingdom of Saudi Arabia, Egypt, India, Singapore, the United Kingdom and representative offices in China, Indonesia and Turkey.

The Group is an active participant and supporter of the UAE’s main development and community initiatives, in close alignment with the UAE government’s strategies, including financial literacy and advocacy for inclusion of People with Disabilities under its #TogetherLimitless platform. Emirates NBD Group is a Premier Partner and the Official Banking Partner for Expo 2020 Dubai. For more information, please visit: www.emiratesnbd.com

On 31st July 2019, Emirates NBD acquired Denizbank, a leading bank in Turkey with total assets of AED 134 Billion as at 30th June 2019 (equivalent to approx. USD ~36 Billion). The bank operates through a network of 749 branches, with presence in Turkey, Austria, Germany, Bahrain and Moscow.

For further information on Emirates NBD, please contact:
Ibrahim Sowaidan
Senior Vice President
Head - Group Corporate Affairs
Emirates NBD
Telephone: +971 4 609 4113 / +971 50 6538937
e-mail: ibrahims@emiratesnbd.com

Tricia Kaul
asda’a bcw; Dubai, UAE
Tel: 971-4-4507600; Fax: 971-4-4358040
Email: Tricia.Kaul@bcw-global.com  

© Press Release 2019

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